# Veteran-Supporting Coffee Shops Black Rifle Coffee Company Launches Its Exciting Fall Menu By Niko Pajkovic | Published 2022-09-14 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/black-rifle-coffee References: [businesswire](https://www.businesswire.com/news/home/20220913005289/en) & [blackriflecoffee](https://www.blackriflecoffee.com/)  [Black Rifle Coffee Company](https://www.trendhunter.com/trends/black-rifle-energy) (BRCC) is a mission-driven coffee brand that was founded to support U.S veterans, active military, and first responders. Today, the company has announced the launch of its [fall menu](https://www.trendhunter.com/trends/scooters-coffee), which will be offered at all of its coffee shop locations nationwide. New menu items include 'Smashed Pumpkin,' Trick N' Treat,' 'Smokey Joe,' and 'Pumpkin Swirl Bread.' Smashed Pumpkin features a [pumpkin pie flavor](https://www.trendhunter.com/trends/pumpkin-pie-fritalia) and comes with spiced brown sugar syrups. This beverage can be ordered either hot or cold and contains either nitro foam or steamed milk. Meanwhile, Trick N Treat is a hot chocolate beverage that comes topped with real whipped cream and caramel drizzle. “Our Smokey Joe drink was a customer favorite last season, with a balanced sweetness and smoky flavor to make you feel like you’re warming up around a campfire,” said Chief Retail Officer Heath Nielson. “Smokey Joe, alongside our Smashed Pumpkin and TrickN' Treat drinks, are loaded with fall flavor.” Image Credit: Black Rifle Coffee Company ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 16% | Activity: 46% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### What's Driving This Trend - **Mission-driven Brands:** Launching a mission-driven brand can help companies stand out in a crowded market and attract consumers who are looking to support businesses with values aligned with their own. - **Seasonal Menus:** Offering seasonal menus can help businesses generate hype and keep customers coming back to try new offerings. - **Creative Beverage Offerings:** Innovative beverage offerings like BRCC's Smashed Pumpkin and Trick N' Treat can help companies differentiate themselves and appeal to customers' evolving tastes. ### Who This Affects Most - **Coffee Shops:** Coffee shops can differentiate themselves and attract loyal customers by offering unique beverage offerings and aligning their brand with a social mission. - **Food and Beverage:** The food and beverage industry has significant untapped potential for creating mission-driven brands that resonate with consumers and provide differentiation in a crowded market. - **Hospitality:** The hospitality industry can benefit from incorporating unique beverage offerings and seasonally rotating menus to generate excitement and build customer loyalty. ## Related on Trend Hunter - [Cozy Dessert-Inspired Cafe Drinks](https://www.trendhunter.com/trends/beans-brews-coffeehouse.md) - [Refined Fall Cafe Drinks](https://www.trendhunter.com/trends/maple-spice-everything-nice-badass.md) - [Caramel-Flavored Pumpkin Coffees](https://www.trendhunter.com/trends/pumpkin-blondie-drink.md) - [Autumn-Inspired Specialty Coffees](https://www.trendhunter.com/trends/fall-flavors.md) - [Triple-Shot Espresso Energy Drinks](https://www.trendhunter.com/trends/black-rifle-energy.md) - [Icy Autumnal Cafe Drinks](https://www.trendhunter.com/trends/the-human-bean-fall-menu.md) - [Expanded Autumn Coffee Offerings](https://www.trendhunter.com/trends/autumn-coffee.md) - [Wintery Cafe Drink Ranges](https://www.trendhunter.com/trends/winter-drink-lineup.md) - [Mesquite Smoked Coffees](https://www.trendhunter.com/trends/mesquite-smoked-coffee.md)